Copy of insurance company's promotional film

Reflections on Copywriting of Corporate Propaganda Films

Text expression:

In order to better express the corporate image, in the choice of language, some use neat antithetical sentences to express the strength and grandeur of the brand. The overall writing reflects the cool, concise, powerful and beautiful style, so as to ensure the consistency with the overall image of the enterprise, and strive to show the thriving face of the enterprise and reflect its unlimited development prospects.

Characteristics of written expression:

In order to deepen the audience's understanding of brands and enterprises, the name "Top Guagua" is repeated many times in every paragraph to strengthen the brand's memory, so as to make the brand deeply rooted in people's hearts, and finally achieve the effect of attracting attention and strengthening brand awareness.

At the beginning and end of brand value expression, in order to create an imaginary atmosphere and an unforgettable artistic conception, and to combine the characteristics of the promotional film, the text is short and there are no related words or cohesive words between paragraphs. But after each paragraph is elaborated, there is a short sentence to summarize this paragraph.

Language description method

To express the article not from the perspective of the enterprise, but from the perspective of a consumer feeling the brand, feeling the enterprise and describing the process, can keep pace with the viewer's thinking, and it is also easy to arouse the desire to buy and enhance brand loyalty.

Follow the purpose

Show that enterprises care for health and lead the fashion.

Word number control

Generally speaking, the speech rate of a promotional film is 80- 100 words per minute, and the length of the film is 100 minutes, so the word count is about 1000 words, but at present it is 1600 words, which needs to be abridged and modified. Please make suggestions.

Example:

Corporate propaganda copy

1, Introduction

Jingwei hometown

rich soil

Good products from the earth are the wealth of nature.

crouching tiger and hidden dragon

2. Brand value, brand culture and brand connotation.

(brand value)

Pick the true colors of heaven and earth and care for people's healthy life.

Top colored cotton clothing brand Top melon.

Make everyone's life more valuable.

Top melon,

Colored cotton clothes

Gather the brilliance of nature

Yanyan healthy life

(brand culture)

Inherit the classical charm of oriental clothing and adopt the classic fashion of western brands.

Classical and modern

Let every piece of clothing convey a unique taste and trend.

Natural, noble, fashionable and healthy.

Top melon, famous brand.

Let us empathize with each other and transcend the connotation and culture of clothing itself.

(Brand connotation)

Top melon

The meaning of heaven, ask how warm and cold the world is.

3 enterprise history, enterprise system, enterprise spirit and enterprise prospect.

In 2002, Ding Guagua was born in Changzhou, a famous textile town. In just two years, Ding Guagua has become one of the most influential brands.

Ding Guagua is a rapidly rising brand. Despite its hard work, it still stands out from other brands, relying on the combination of honesty, quality, innovation, service, perseverance, confidence, talents and ideas.

First-class enterprise spirit: integrity; Excellent; Exuberant ambition; Willpower; Team spirit; Innovative consciousness; Learning; Responsibility: sense of hardship.

Top action slogan: constantly denying yourself and constantly pioneering and innovating.

Top business philosophy: let customers make money, satisfy customers, make the company strong and let employees proliferate.

Top students keep exploring in their growth.

Relying on the mature technology and patent advantages of Jiangsu Textile City, relying on strong production capacity, super design ability, research and development ability in line with international standards and practical marketing strategies, it has become the industry overlord.

At present, the top marketing network is spread all over the country, with more than 2000 marketing outlets. While consolidating the domestic market, the top one has come to more than 60 countries and regions such as the United States, Japan and the Netherlands, earning more than 50 million US dollars through export, and the total sales have exceeded 654.38+02 billion yuan.

The natural planting base in Xinjiang, 108 advanced Japanese air-jet loom production lines, with an annual output of100000 square meters, and the 650-mu industrial park under construction, 5,000 supporting processing equipment and 6 modern production workshops, with an annual output of more than 28 million units, have built a powerful platform for the marketing network.

Top wax gourd, first-class raw materials, first-class equipment, first-class talents, first-class marketing system and first-class online ordering guarantee.

Top melon melon, build CSI system engineering, and implement unified brand, unified image, unified management and unified price throughout the country.

Pay attention to brand building and maintain brand value,

Top melon melon, solemnly promise to consumers all over the country, never discount!

Quality is not discounted! The service is not discounted! The value is not discounted!

Top melon melon, always feel the confidence and guarantee of a successful brand.

Think and realize, realize and act, and action will be noble.

The highest pursuit of the best: to build a world-renowned and respected first-class enterprise in 20 years.

Mission of top enterprises: to create more value for the money in the hands of ordinary people in China.

4. Clothing characteristics and clothing design

Top melon, the first to obtain international environmental protection certification, and at the same time obtain national green environmental protection mark certification.

Top melon, natural color, no pollution, no chemical pigment, no harmful substances such as azo.

Calm, reserved, simple and tasteful.

Top melon, dress up the beautiful world with the beauty of nature.

Relying on new york, Hongkong, Shanghai and other world-class design companies, whether underwear, sweaters, knitting, home textiles, children's wear, T-shirts, shirts, household clothes, socks, there are more than 800 varieties in ten series, and the styles are synchronized with the world fashion.

Top melon, creating a new focus of fashion

Ding Guagua, a brand dress specially designed for white-collar elites.

Top melon melon, embrace nature, embrace health

Step 5 feel

Soft and comfortable, caring and meticulous.

Top melon

Healthier and more confident.

The moment I put on the top melon, my heart seemed to be closer to nature.

Top melon,

Come from nature, return to nature

first-class

Lead the new fashion trend and advocate a healthy new life.

Further reading: How to buy insurance, which is good, and teach you how to avoid these "pits" of insurance.